Fri retur & Fri fragt på alle køb over 1200 DKK
Fri retur & Fri fragt på alle køb over 1200 DKK

RESPONSIBILITY

“I first realised that the environment is screwed when studying game theory and triple P accounting while doing my b.sc. in Business Economics and Philosophy over 20 years ago. Especially Prisonor's dilemma exemplifies how Human behaviour is inherently opportunistic and shortsighted and I was profoundly worried that we like Kalinas would continue cutting the branch we're sitting on. Changing human behaviour and the economy operating within environmental limits just didn't seem compatible to me, and I frankly saw no hope.So for a long time, I wrote ‘Doomsday’ emails to my friends and family. As you can imagine I wasn’t a favorite at dinner parties. My moral dilemma continued when Ditte and I founded GANNI. We were running a fashion brand and I was still talking about the climate crisis. Friends would ask me, ‘Why are you still in the business of fashion. Why not just stop?’

After much debate and lengthy conversations with myself, I realised that we’re never going to be a sustainable brand. That would be a huge contradiction in itself. First and foremost we’re a fashion brand, driven by newness - which is inherently bad but actually fashion isn’t going to go away overnight. If you are going to be ‘in it’ then strive to be the most responsible brand you can be every day.”

Nicolaj Reffstrup, Founder, GANNI